How Much Do Bloggers Make? Case Study: Amy Storch from Amalah
Amy , also known as amalah 
, runs a popular blog that is represented by Federated Media. She is also partnered with Sweetney in another blog, Mama Pop, that discusses popular culture and is also represented by Federated Media.According to the information available from Federated Media, amalah.com gets around 270,000 page views per month, a statistic that is slightly inflated from the Quantcast measurements of her traffic. Through Federated Media, amalah offers 5 different types of ads: a 125×125 square button, 2 wide skyscrapers, a leaderboard, and a medium rectangle.
The minimum buy for the 125×125 square button on amalah is 6,000 impressions, which constitutes a 5% share of the total impressions in a two-week period, and costs $27.30. The minimum buy for each of the two wide skyscrapers on Amalah is 5,000 impressions, which is a 5% voice and costs $81.25. The minimum buy for a leaderboard on amalah is 6,000 impressions, which is a 5% share of the total impressions in a two-week period, and costs $97.50. The minimum buy for a rectangle ad on amalah is 11,000 impressions, which is a 5% share and costs $220.20.
Source: Federated Media
What does this mean?
Well, if amalah sells out all of her Federated Media ads on a given two-week period–125×125 buttons, both skyscrapers, leaderboards, and rectangles–she would grossing about $10,150 per two-week period for Federated Media. This suggests that amalah would gross about $263,900 per year total. But there are two caveats: 1) amalah does not sell out ALL of her ads, every week of the year, particularly in January, when advertising sales are low; and 2) You can bet that the advertising networks are taking the lion’s share of that revenue, possibly up to about a 70% of it, in fact. So here’s where the guestimating begins.
If amalah were to sell out all of her ads for the year, my guess is that her share runs from about $79,170.00 to 131,950.00 per year. Based on information for the current two-week period (May 14-27, 2009), I am guessing that amalah regularly sells out some of her ads, but many remain unsold. At present, her leaderboards are sold out, one of her wide skyscrapers is sold out, while the other one has 32% of its impressions still available, only 17% of her rectangle ads are available, but 79% of her 125×125 button ads are still available. If she maintained this rate of ad sales throughout the year on amalah.com, I would guess that she is bringing home between $65,910-$109,850 per year.
Amalah.com has a lot of ad sizes and a varied sale rate, so predicting her income is even less of an exact science than other sites. It is possible that some of these impressions are sold as a package deal with other members of Federated Media’s parenting federation, and as such the price may vary. Without getting hard numbers from either amalah or Federated Media–and I’m not asking, but I’m guessing they won’t tell–this is as close as I’m getting.
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